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Re: ISSUE-28: MRC presentation

From: Dobbs, Brooks <Brooks.Dobbs@kbmg.com>
Date: Fri, 2 Nov 2012 13:16:27 +0000
To: Jeffrey Chester <jeff@democraticmedia.org>, Rigo Wenning <rigo@w3.org>
CC: "public-tracking@w3.org" <public-tracking@w3.org>, Chris Mejia <chris.mejia@iab.net>, Ed Felten <ed@felten.com>
Message-ID: <2B40EB3A3384EB4CB812241DDDC41D87064F79@KBMEXMBXPR01.kbm1.loc>

I hear you on wishing to discuss all of this, and I don't want to suggest
that it shouldn't get proper consideration, but in the name in keeping
issues bite size can we at least start the MRC discussion focused to
"traditional" online measurement?

I'd like to start by just hearing from MRC what they need to validate
"normal" CPM impression counting. Once we get an understanding of this, we
could then go into the need for cross platform or viewable impression
measurements or other issues that build off the base.

Again, not trying to limit any discussion here, just trying to order the
line of inquiry a little to make sure we walk before we run.



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On 11/2/12 8:51 AM, "Jeffrey Chester" <jeff@democraticmedia.org> wrote:

>I have discussed the need to place what MRC is doing in the context of
>its current work on cross-platform targeting measurement, including the
>ad/media industry's 3MS initiative.  We need to invite independent
>outside experts who can help us discuss MRC.
>As you may know, MRC is coordinating the 3MS (Making Measurement Make
>Sense) initiative "created by the ANA, the 4As and the IAB to tackle the
>big issues surrounding cross-media measurement in a digital age.  Those
>steps include the shift from an ad impression served model to one of
>“viewable impressions” – a standard in which at least 50% of an ad is
>viewable to a consumer for at least one second, the transition to an
>“e-GRP” for cross-platform measurement." [cite via Mediapost]
>Cross platform measurement tracking with analytics used to improve
>targeting in campaigns has a direct impact on our work, I believe.  I am
>happy to ask leading online ad scholars whether they wish to be on a call
>if we have a MRC discussion.
>More info on 3MS here: http://www.iab.net/mmms;


>Jeffrey Chester
>Center for Digital Democracy
>1621 Connecticut Ave, NW, Suite 550
>Washington, DC 20009
>On Nov 1, 2012, at 6:36 PM, Rigo Wenning wrote:
>> Chris, 
>> here is the reminder that you wanted to try to find someone in MRC
>> who could present to the Working Group.
>> I think the best would be to get a set of questions to him/her. A
>> presentation and Q&A session would be done during the TP WG call.
>> I encourage Ed and others to help with the questions. I remember the
>> following: 
>> 1/ How does opt-out work with MRC? Is data collection mandatory?
>> 2/ Is MRC collecting identified or identifiable data?
>> 3/ If 2/ is yes, are there plans to change that in the foreseeable
>> future?
>> Chris, feel free to suggest changes if you find the questions too
>> provocative (I find them exploratory as I don't know nothing about
>> MRC). 
>> I talked to the chairs and Aleecia also said it is a good idea. So
>> can you help us to make this happen?
>> Rigo
>> On Friday 26 October 2012 16:05:06 Chris Mejia wrote:
>>> Hi Rigo,
>>> A quick note to let you know that I'm not ignoring this, just very
>>> busy with other business today (non-W3C-related), so I'll get
>>> back to you when my head is above water.  If you don't hear back
>>> from me before mid next week, please feel free to ping me again.
>>> Best,
>>> Chris
>>> Chris Mejia | Digital Supply Chain Solutions | Ad Technology Group
>>> | Interactive Advertising Bureau - IAB | chris.mejia@iab.net |w
>>> 212-380-4711
>>> | c 347-949-8279 | Skype christopheramejia | AIM oskibearchris |
>>> | Twitter
>>> @oskibearchris | LinkedIn http://www.linkedin.com/in/chrismejia

>>> On 10/26/12 5:13 AM, "Rigo Wenning" <rigo@w3.org> wrote:
>>>> Chris,
>>>> can you please indicate a person at MRC that we can invite for a
>>>> presentation?
>>>> Rigo
>>>> On Thursday 25 October 2012 16:17:24 Chris Mejia wrote:
>>>>> Ed, respectfully, I had posted answer (before you asked your
>>>>> question)‹ I guess you must have missed it when conducting your
>>>>> research.  Let's follow-up offline and I'll be happy to point
>>>>> you
>>>>> to it.

Received on Friday, 2 November 2012 13:16:55 UTC

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